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The billboard is made of reinforced transparent acrylic
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It took a team of team of 32 people to build the structure
Havas Middle East has announced the launch of the world’s first swimmable billboard in Dubai, on behalf of Adidas, which is five meters high, three meters deep and holds 11,500 gallons of water, Forbes reported.
The aim of the billboard, erected on June 24, is to promote the debut of the brand’s inclusive swimwear collection and is designed to reach athletes.
Earlier, a YouGov survey commissioned by adidas in 2021 revealed that only 12 percent of women in the United Arab Emirates are completely comfortable wearing a swimsuit at a public beach or pool.
The billboard is made of reinforced transparent acrylic. The structure took a team of 32 people to build, working around the clock for three weeks to deliver.
Those who took the public dive into the liquid billboard included Adidas ambassador and amputee triathlete Dareen Barbar who is also a Guinness World Records title holder as well as adidas ambassador Raha Moharrak, the first Saudi Arabian female to climb Mount Everest.
“Our belief is that nobody should be prevented from enjoying the benefits of being in and around the water,” Amrith Gopinath, Senior Brand Director Adidas GCC. “Each piece is also carefully crafted to ensure that additional fabric does not reduce a swimmer’s ability to move in the water. The range went through a detailed testing process with consumer groups across multiple regions to help find the perfect balance of fit, features, performance and coverage.”